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Consumer and Buyer Behaviour (11178.2)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 1, 2021, ON-CAMPUS, BRUCE (202596) - View
  • Semester 1, 2020, ON-CAMPUS, BRUCE (197746) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184589) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


This unit covers both consumer behaviour and business buying behaviour. Students will explore the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. Consumers' culture and social status, psychographics and demographic factors as well as the role of emotion and humour in marketing strategies will be discussed and analysed. Of equal importance is how businesses/organisations make purchasing decisions and students analyse how this is different/ similar to consumer decision making processes in new task buying and repeat buying decision making processes.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Identify and interpret consumer behaviour theory and its implications for marketing strategy in both consumer, organisational and industrial markets;

2. Analyse consumer decision making processes in different scenarios;

3. Evaluate consumer decision making theories and apply to new product development and entrepreneurial environments;

4. Analyse how cultural differences impact on marketing strategies;

5. Compare organisational buyer behaviour in different settings to consumer buying behaviour; and

6. Describe the scope and nature of psychology and sociology in consumer behaviour.

Assessment Items

Contact Hours

Three hours of of interactive workshops, lectures and tutorial on-campus per week.


11176 Marketing Fundamentals



Assumed Knowledge


Incompatible Units


Equivalent Units

6390 Consumer Behaviour

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